[edmundsauto]

How did you approach incrementality? I have some experience in this area, and get frustrated when marketers talk in terms of ROAS/ROI, without discussing the return compared to other options.

The ultimate goal of the marketer is to use the most effective, scalable channels. The optimization isn't against a fixed goal (CPA), but against the entire universe of ways to spend each marketing dollar.

[soared]

If you're running $6MM in ads, you're spending $500k+ on brand lift and similar studies that give you answers.

[edmundsauto]

Not all the time. A previous employer was spending around $350k/mo (for 2+ years) and did no verification outside of ROAS and what Marin told them.